Tous’ first musical features actress Emma Roberts.

Spanish jewellery brand Tous has launched a new video campaign telling the story of the ‘almost perfect’ gift.

The new campaign marks Tous’ first musical in which actress Emma Roberts tells a story celebrating the joy of giving while making fun of the brand’s round box and how difficult it is to wrap.

According to the company, the campaign celebrates the excitement of finding that ‘almost perfect’ gift. Featuring a specially created song and choreography, the campaign aims to convince the audience that they should not worry about the wrapping as the content inside is more important.

The campaign will be broadcast on television in Spain, Mexico, Portugal and Russia and shown in cinemas in Poland, Ukraine and the Czech Republic. It will continue on digital media, external media and in the global press.

In addition, influencers from around the world will endorse the challenge of wrapping ‘the almost perfect gift’ through the #tousunboxing challenge. This will be live on Instagram during December and initiated by Roberts through her personal account.

Meanwhile, Tous, which opened its fifth standalone boutique at Málaga–Costa del Sol Airport in October, has partnered with TRBusiness to promote the campaign to the GTR industry. For the next two weeks, visitors to TRBusiness.com will see a special expandable banner highlighting the associated video campaign.

Spanish jewellery brand Tous has partnered with TRBusiness to promote its new campaign to the duty free and travel retail industry.